JOINT BASE ELMENDORF-RICHARDSON, Alaska -- The Joint Base Elmendorf-Richardson Army & Air Force Exchange Services, also known as the Exchange, has been providing quality merchandise and services to its customers at competitively low prices to generate earnings that can be used to fund morale, welfare and recreation programs.
The Exchange recognizes and works to meet the unique needs of the JBER community.
“Our Senior Vice President and Vice President are very aware of the need for more Alaska-specific gear and clothing, and they’ve been supportive in pushing with our headquarters directorate to get the right assortment for our location,” said Keola Chan, South Alaska Exchange general manager.
Changes
The JBER Exchange plans to upgrade the Fort Richardson and Joint Military Mall Expresses in the next six months by adding a self-serve convenience store, expanding dine-in service, self-checkout, quick-service programs and bringing in more food trucks, according to Chan.
“These stores will receive a makeover as well as an improved layout that includes self-checkout,” the General Manager said, “both Expresses will welcome quick-service programs, making fast and fresh meals available whenever the Expresses are open.”
In addition to the Joint Military Mall, a micro market is now open in the Arctic Warrior Event Center for the JBER community.
According to Chan, the micro market is a self-serve convenience store that will offer fresh, better-for-you food such as sandwiches, salads, protein bars, cold drinks, snacks, and more.
The Exchange also introduced Marathon-branded fuel to the Expresses, providing commuters with certified Marathon fuel they know and trust at no extra cost. Even though the fuel brand is new, these facilities are still Exchange Expresses.
Giving back
One hundred percent of Exchange earnings is re-invested in the military community. About 60 percent of earnings support on-installation Quality-of-Life programs, while the remaining earnings are used to improve the shopping experience through projects such as the JBER Express upgrade and the additional food court options.
Customers generated $205 million in Quality-of-Life programs worldwide in 2021. Over the last ten years, the Exchange has brought in $3.5 billion in earnings for these critical military programs. These funds are given directly to the services, which have sole discretion over how the funds are distributed to the installation.
“In 2021, JBER received approximately $609,000 for on-installation Quality-of-Life programs,” Chan explained. “When JBER Airmen, Soldiers, retirees, family members, and other shoppers choose the Exchange over other retailers, they’re making their community stronger because 100 percent of the earnings support military communities.”
Small business opportunity
Small business owners can also partner with the Exchange by becoming concessionaires or getting their products on Exchange shelves, according to Chan.
In order to find more about the business owners wanting to partner with JBER Exchange, they can go to ShopMyExchange.com and click the “Doing Business with the Exchange” link.
Customers
If customers have any suggestions or concerns, Chan encourages them to contact any management at JBER.
“The JBER Exchange is continually receiving and responding to feedback on how we can better serve the community,” Chan said. “In 2022, we added several improvements – our main store now offers Old Navy and American Eagle brands, as well as a greater selection of outdoor supplies and sporting goods items.”
Chan stated that the outdoor item additions result from customer feedback through town halls, leadership suggestions and observing community’s needs.
“The Exchange team is always listening and working to meet our shoppers’ needs,” said Chan. “Shoppers are encouraged to speak with the manager on duty or use the Interactive Customer Evaluation comment program to submit a feedback and suggestions.”
Chan also added that it’s been an honor for the Exchange to serve our military heroes at JBER. They are committed to improving the quality of life for the service members and families through the many additions in recent months, such as a DoorDash service, self-checkout, additional food options and expanded merchandise assortment.
For more information about your local AAFES, you can visit their Facebook or their website.